Listen to your focus group!

Market research is neither an exact science, nor infallible, as many marketing failures will attest. Nonetheless, it is not the best idea to do the exact opposite of what your target market is telling you. On the UK’s TV version of the The Apprentice, two teams of budding entrepreneurs fighting to win a £250,000 prize fund to invest into their own business, were given the task of developing a new ‘free’, premium magazine (‘freemium’). Both teams carried out market research ...